Chapter 2 - The Marketing Ecosytem

Learning Outcomes

Upon completing this chapter, learners will be able to:

Explain how environmental scanning identifies global marketing opportunities and risks.
Analyze the impact of demographic, socio-cultural, economic, and technological forces on marketing strategy.
Evaluate the role of regulation and competition in shaping marketing decisions across global markets.
Apply ethical reasoning to responsible data practices in the digital economy.
Assess how sustainable business models and partnerships strengthen the global marketing ecosystem.